Nickelodeon has brought in Sabrina Caluori as its new SVP of brand and content strategy. She will oversee the launch of all original shows and movies, brand strategy and execution, media buying, performance-based and lifecycle marketing, and marketing analytics.

Based in New York, Caluori reports to chief marketing officer Jenny Wall, and began in the role on August 24.

She joins Nickelodeon from Thei Communications, a digital consulting company that she founded. Caluori also spent 12 years at HBO, most recently serving as EVP of marketing and digital media. In this role, she headed up digital and social marketing for all brands and programming, working on global franchises such as Game of Thrones, Big Little Lies and Westworld.

Caluori’s hire comes as Nick works towards releasing a slate of recently announced movies, including Baby Shark and Blue’s Clues pics and original live-action films Fantasy Football and Hush Hush.